Wendell Mohit Teja Shubham Atul Karan

Presents

Introduction

Advertising is the action of calling public attention to something, especially by paid announcementsTypes of Advertising includes Online Advertising, Radio Advertising, Television Advertising, Out of Home Media etc.Nothing except the mint can make money without Advertising

Promotion is the one of the 4P’s Marketing Mix.Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity.The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

ADVERTISING VS PROMOTION

Advertising is Long Term Activity and Promotion is Short Term Activity

Advertising is more expensive than Promotion indeed.

Advertising may or may not increase the sales and Promotion directly related to sales.

Nivea opted a unique promotion strategy using “Facebook Store”

This campaign falls under “Slice-of-life” Marketing Strategy.

Background of Campaign

Nivea's planning agency ,Carat approached Say Media.

Raise awareness - Nivea for men products .

To encourage women - to buy Nivea products from Facebook store.

To boost sales during Christmas.

The Real novelty - specially designed gift-wrapping.

Campaign Strategy

To Create an engaging online ad

Target – Female Audience (25yrs-45yrs)

Drawing attention to the quality of the product

Introduce new product range

Driving consumers to the Facebook Store.

Execution

Media developed online advertising campaign using “AdFrames” platform and full-screenconcepts on specific targeted appropriate age/gender demographic.

This involved enticing online consumers to open a full-screen window featuring the portfolio of Nivea For Men products displayed around a video of the current, television ad, along with an invitation to visit the Facebook store. The takeover concept created an engaging environment for consumers, and provided many opportunities for interaction with the range of products.

Results

Key Learning

The key to success of this short online ad campaign was the ability to show a gallery of all the Nivea For Men products together through Say Media's AdFrames browser takeover full-screen concept, which drove up the click-to-site rate. The large range of options created a 'window shopping' effect delivering plenty of choice for the targeted female consumers, allowing them to make informed buying decisions.

Key Learning

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